Pillar 1: Market Segmentation

  • New Target Stores Focus on Customer Needs, Improve Experience

    New Target Stores Focus on Customer Needs, Improve Experience

    It’s immediately apparent that Target is focused on exactly the right things with its “next-generation” stores: customers and their needs. Here's what they look like.

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  • The Path to Virtual Advisors Begins with Getting to Know Your Customers

    The Path to Virtual Advisors Begins with Getting to Know Your Customers

    Consumers are demanding a more personalized, on-demand banking experience. But many But many banks don’t have the resources to build a personalized, automated system. So what can be done today?

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  • How Retail Can Thrive in Kotler’s 4th Industrial Revolution

    How Retail Can Thrive in Kotler’s 4th Industrial Revolution

    Philip Kotler explains that there are several efforts retail brands can make to improve the likelihood of their brick and mortar success. Here's how to implement Kotler's suggestions.

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  • How to Personalize your Printing and Buy a New BMW

    How to Personalize your Printing and Buy a New BMW

    There's a print solution that saves money, time, reduces waste and allows for personalization. Are you taking advantage of print-on-demand?

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  • Toys R Us Failure is from Customer Experience—Not Amazon

    Toys R Us Failure is from Customer Experience—Not Amazon

    While many attribute Toys R Us' bankruptcy to the continued decline of brick and mortar retail, this failure is not a matter of online vs. offline. It's a matter or failing to understand the customer.

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  • HHQ Vol 1 Fall 2017

    HHQ Vol 1 Fall 2017

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  • How Successful Brands Can Prepare for Disruption

    How Successful Brands Can Prepare for Disruption

    What can large, successful companies do to avoid being disintermediated or "cut out" as middlemen? The Harte Hanks Marketing Advisory Board discusses how companies can preemptively act.

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  • The 5 Pillars of Best-in-Class Marketing2:28

    The 5 Pillars of Best-in-Class Marketing

    Marketing. It has until now, been viewed as companies pushing their messaging out into the world and trying to get consumers to buy more. That just doesn’t work anymore. Customers are calling the sho

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  • Sony Makes Marketing Human, Achieves Superior Results

    Sony Makes Marketing Human, Achieves Superior Results

    This innovative, enduring brand was challenged with smartphones and online streaming eating into sales of core products. They needed an agency partner to help navigate a changing business landscape.

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  • The Yin and Yang of Segmentation

    The Yin and Yang of Segmentation

    As applied by strategic marketers, segmentation is characterized by Yin and Yang thought processes that, used together, create strategic marketing.

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  • The Seven Secrets of Strategic Segmentation

    The Seven Secrets of Strategic Segmentation

    Markets use segmentation to address a range of problems—short term and long; tactical and strategic. Here are the seven secrets of strategically creating, using and updating market segments.

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  • It's Time for Banks to Stop Targeting "Millennials"

    It's Time for Banks to Stop Targeting "Millennials"

    If you're trying to target the "millennial" persona, you're making a mistake. Instead, banks should be defining their segment audiences based on needs, or Jobs-to-be-Done.

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  • The World is NOT Your Oyster: How to do Market Segmentation

    The World is NOT Your Oyster: How to do Market Segmentation

    There are only a few products in the world that are designed to meet everyone’s needs equally. For the most part, if you think the whole market is your opportunity, you’re wrong. You may have a...

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  • The Magic Question: What’s as Important as Baseball?

    The Magic Question: What’s as Important as Baseball?

    First, a case study from Dr. Karl Hellman (Co-founder, Resultrek) and then an analysis by Frank Grillo (CMO, Harte Hanks). Case study from Dr. Karl Hellman In our 3-second attention span world,...

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  • A Powerful, Reliable Way to Cut Through the Marcom Clutter

    A Powerful, Reliable Way to Cut Through the Marcom Clutter

    First, a case study from Dr. Karl Hellman (Co-founder, Resultrek) and then an analysis by Frank Grillo (CMO, Harte Hanks) Case Study from Dr. Karl Hellman We live in a cluttered marcom world:...

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